商业宣传广告中仿拟的偏离研究

作为一种较为常见的修辞手法，仿拟修辞格一直受到广告商的青睐。一句好的广告宣传语不仅能够给厂商带来利润，同时也提高了其知名度。因此在宣传广告中仿拟运用得当会给消费者留下深刻印象，激发他们的购买欲望，达到意想不到甚至家喻户晓的效果；运用不当就会降低表达效果，遭顾客冷落。本文对部分商业广告进行语音、语义和语法的偏离角度分析，希望在广告中运用仿拟辞格时避免负偏离的产生，促进仿拟正偏离的使用。

The Deviation of Parody in Commercial Advertisements

As a common rhetorical device , parody enjoys a high popularity among the advertisers .A piece of good commercial advertisement can bring not only the profit but also the fame for the companies .The proper use of parody , therefore, gives a deep im-pression for the customers and inspires them to buy the products;however , the improper use of parody can cause criticism from the customers.The article analyzed the advertisements from the perspective of phonology , semantics and grammar to improve the positive deviation of parody and reduce the negative deviation of parody in ads .